found this -

“The Streisand effect is an example of psychological reactance, wherein once people are aware that some information is being kept from them, they are significantly more motivated to acquire and spread it.” (and heightened by the internet and social media haha)

“The phenomenon is well-known in Chinese culture, expressed by the idiom "wishing to cover, more conspicuous" (欲蓋彌彰, pinyin: Yù gài mí zhāng).”

“Reactance (psychology) – Unpleasant emotion experienced when behavioral freedom is threatened.”

(Wikipedia)